Lexus SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 6417
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SWOT Analysis of Lexus with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Lexus

Parent Company

Toyota

Category

Sports Car, SUV, Sedan, convertibles

Sector

Automobiles

Tagline/ Slogan

Engineering the impossible; Pursuit of perfection

USP

A dedicated luxury vehicle division by Toyota, Lexus has been manufacturing luxurious and most efficient cars delivering maximum power from minimum fuel usage

STP

Segment

Luxury cars for Elite class

Target Group

Targeted towards extremely affluent customers seeking ultimate luxury

Positioning

Positioned as a company continuously seeking perfection through adoption of latest and most innovative technologies

SWOT Analysis

Strengths

1. Extremely prestigious in the luxury segment

2. Stylish and dynamic design which reduces aerodynamic drag providing swift drive

3. Continuous innovation to achieve maximum power from minimum fuel consumption

4. Wide range of diversified product portfolio

5. Strong presence in racing events which builds good customer connect

6. Already forayed into hybrid & concept cars which hold tremendous potential

Weaknesses

1. Limited product portfolio in growing markets

2. Tough competition means limited market share

3. Limited distribution & service network and spare part availability

Opportunities

1. Accommodating & Expanding automobile market

2. Leverage the early movers advantage in hybrid & concept car segments

3. Acquire newer customers by increasing market penetration

4. More inclination of affluent customers to purchase international brand

5. Augmenting the distribution and service network

Threats

1. Perceived as a very costly brand which can lead to limited exposure to potential customers

2. Competition from other big automobile giants

3. Product innovations and frugal engineering by competitors

Competition

Competitors

1. Maserati

2. Lamborghini

3. Ferrari



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